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The Impact of Brand Relationships on Corporate Brand Identity and Reputation—An Integrative Model

Teresa Barros , Paula Rodrigues , Nelson Duarte , Xue-Feng Shao , F. V. Martins , H. Barandas-Karl , Xiao-Guang Yue

ISLA — Instituto Politécnico de Gestão e Tecnologia

Journal of Risk and Financial Management, Volume 13, Issue 6, 22 06 2020, pp. 133–133

The current literature focuses on the cocreation of brands in dynamic contexts, but the impact of the relationships among brands on branding is poorly documented. To address this gap a concept is proposed concerning the relationships between brands and a model is developed, showing the influence of the latter on the identity and reputation of brands. Therefore, the goal of this study is to develop a brand relationships concept and to build a framework relating it with corporate brand identity and reputation, in a higher consumer involvement context like higher education. Structural equation modelling (SEM) was used for this purpose. In line with this, interviews, cooperatively developed by higher education lecturers and brand managers, were carried out with focus groups of higher education students, and questionnaires conducted, with 216 complete surveys obtained. Data are analyzed using confirmatory factor analysis and structural equation modelling. Results demonstrate that the concept of brand relationships comprises three dimensions: trust, commitment, and motivation. The structural model reveals robustness regarding the selected fit indicators, demonstrating that the relationships between brands influence brand identity and reputation. This suggests that managers must choose and promote brand relationships that gel with the identity and reputation of the primary brand they manage, to develop an integrated balanced product range.

Keywords

#consumer-brand relationships #Corporate brand identity #brand reputation #Brand trust #Brand Commitment #university branding #consumer involvement #brand management #Reputation #Structural equation modeling #Corporate branding #Confirmatory factor analysis #brand awareness #Context (archaeology) #business #Marketing #Brand identity #Identity (music)

Bibliographic Details

Publication Type Journal article

Publication Year 2020

Journal / Conference / Work Journal of Risk and Financial Management

Volume / Issue Vol. 13 (6)

Pagination pp. 133–133

Quartile (SCImago) Q3

Scopus Indexing Indexed source (via SCImago)

ISLA Authors & Affiliations

The Impact of Brand Relationships on Corporate Brand Identity and Reputation—An Integrative Model

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Keywords

Bibliographic Details

ISLA Authors & Affiliations